News Corp partners with Polar to allow social media posts to be turned into display ads

News Corp Australia has entered an exclusive local partnership with US-based tech firm Polar which will see it use the business’ Social Display product to turn branded social media posts into display advertising for News Corp Australia’s digital environments.

Brands already taking part in the technology across News Corp platforms include Chemist Warehouse, Sanitarium, Amazon, Latitude Financial, Australia Post and Tommy Hilfiger.

Advertisers will be able to turn their social media posts into display advertising

News Corp Australia’s managing director of digital solutions, Neil Robinson said the offering is a ‘safe’ alternative to social advertising.

“The social web has, in many instances for brands, become the harmful web. It’s no coincidence that protecting brand reputation is increasingly top-of-mind in boardroom discussions,” said Robinson.

“We’re now offering our clients a safe alternative whereby they can run their social advertising formats in our trusted, professionally produced and curated environments that deliver significantly higher engagement rates, brand recall and in-view results.

“This extension of our deal with Polar now gives our clients exclusive access to the Social Display format in Australia.”

The Social Display will be used with News Corp’s data platform News Connect, which allows advertisers to target more than 2000 audience segments, and have results measured and reported.

“Consumers trust premium environments and that trust leads to higher engagement with content and advertising,” said Robinson.

“Social Display is a proven and successful way to place social media ads in highly trusted online environments. The result for clients is higher brand awareness, higher advertising recall and improved cost effectiveness.

“The combination of Social Display and News Connect gives marketers a powerful way to target 10.8 million Australians based on what they read and watch, what they do, what they buy and how they feel.”

Polar CEO Kunal Gupta said: “With the current concentration of spend on social platforms, what we have seen is that brands don’t have the time, budget or patience to build new creatives for the web.

“Our technology solves this problem and enables brands to easily repurpose their existing Facebook and Instagram creatives for distribution to new audiences in new places across News Corp Australia websites.”


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